On December 18, 2024, the European University of Armenia (EUA), in collaboration with the E-Commerce & Digital Marketing Association (ECDMA), hosted the Pathways to Marketing Mastery forum at EUA Great Hall. The event brought together nearly 150 registrations, with 100 participants attending in person, including students and external guests. Designed to inspire and equip participants preparing to enter the marketing industry, the forum offered a comprehensive journey—from foundational concepts to actionable career strategies.
🔹The event was opened by Gohar Avetisyan, Vice-Rector for External Relations and Internationalization at the European University of Armenia, who wished the forum productive work. She emphasized that such forums not only contribute to enriching the knowledge of young professionals and strengthening their confidence in taking their first steps in the field but also provide a valuable platform for fostering new collaborations, exchanging experiences, and generating innovative ideas.
🔹Eugene Mishchenko, President of ECDMA, presented The Pillars of Marketing and Their Role in Business Success. Drawing on his extensive experience, Eugene illustrated how marketing’s diversity allows everyone to find their place within it. He emphasized that marketing is not a single-track profession but a vast field where individuals can apply creativity, analytical skills, and technical expertise.
🔹Following Eugene’s session, Satenik Ghazaryan, Marketing Director of the Armenia Digital Awards and an alumna of the European University of Armenia, shared her personal journey from a university graduate to an accomplished marketing leader. Reflecting on her own decisions, Satenik candidly discussed how prioritizing a material purchase over self-investment, such as buying a car instead of funding her education, became one of her biggest mistakes.
🔹Mariana Edilyan, HR Director at Viva, delivered a highly interactive session, The Five Elements of a Successful Career. Addressing students and guests eager to land their first jobs, she highlighted the importance of knowing oneself and understanding one’s goals.
🔹The forum concluded with Anton Vert, a renowned entrepreneur and CBDO of Swaggy Agency, widely known as the "Merchapet—Minister of Merch," who discussed the significance of building a personal brand in his session How and Why to Build a Personal Brand. Anton highlighted that a personal brand is vital, regardless of whether you are a seasoned entrepreneur or a student seeking your first job.
🔹For students and young professionals, the forum was a chance to learn directly from industry leaders, offering practical tools and inspiration as they prepare to enter the workforce. Events like Pathways to Marketing Mastery are critical for building a bridge between academia and the professional world. For the future of Armenia’s marketing landscape, such initiatives are indispensable.
